Is food advertising culture-bound? Contradictory results from three European countries

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Abstract:

The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained.

Keywords: CULTURAL VALUES; FOOD PRODUCT ADVERTISING; GLOBE DIMENSIONS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539213X13832198548454

Publication date: June 1, 2013

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